It's what niche market companies do. Premiumized. New set of premium products, higher quality and product benefits(perceived or otherwise),and set at higher price points. This means higher margins for them, which makes everybody at the company pleased.
They may still have the standard mass market line, and still get high volumes for that. But I think the top management at the company is more interested at growing the premium products market than that. Because of the high margins.
Back to Mark 42. I used to dislike the color scheme. But it has grown on me. I love it now.